Facebook has enabled hundreds of publishers and individuals to run ads during live video broadcasts in the past year, and the company recently introduced a slate of new shows on a part of its site called “Watch.” If the new guidelines encourage people to post more G-rated video content, they are likely to bolster Facebook’s pitch to advertisers.

“Facebook is this huge, huge, huge platform, and they haven’t really been monetizing original content in the same way as YouTube has,” said John Montgomery, executive vice president for brand safety at GroupM, a media investment group for the advertising giant WPP. “What I think is different for Facebook is that this is a much earlier stage for them that they’re going into this, and the scale is different in that there will be much, much less content uploaded than those stupefying numbers you hear about on YouTube.” (YouTube has said 400 hours of video are added to the site every minute.)

That should be an advantage in policing content, Mr. Montgomery said, especially with the limits that Facebook is placing on who can make money from certain features. For example, the company required pages and profiles that wanted to run ads on live videos this year to have more than 2,000 followers. They could only show ads if they had at least 300 concurrent viewers after four minutes.

Facebook also said it would begin showing advertisers a preview of where their messages may appear before campaigns start, giving advertisers a chance to block undesirable destinations. The company will also report on where the ads actually run.

When brands use Facebook to target specific people with ads, they are able to select from a cornucopia of traits, including age, gender and how many lines of credit a person has. Many ads then show up in the main Facebook and Instagram feeds that people flick through, but they can also appear in articles and videos within Facebook and on outside apps and mobile websites that are part of Facebook’s “audience network.”

Brands have not been able to see beforehand what kind of content that might include, and some have had to contend with objections from consumers after being placed on sites like Breitbart News. Facebook said there were tens of thousands of apps and sites in its audience network and that more than 10,000 publishers displayed articles within its platform through a tool called Instant Articles.

As YouTube has moved to limit ads from running alongside unsavory content, many creators on the platform have complained that their videos have been unfairly penalized by automated systems. Facebook will probably have to grapple with similar complaints as it expands the number of people who can make money from video ads on the site.