YouTube is taking strides to prevent people from making money off fake channels – a move that could also go a long way to improving brand safety on the site.

The video sharing website will now no longer serve ads on YouTube Partner Program (YPP) videos until the channel the videos are featured on reaches 10,000 lifetime views. YouTube says the new threshold will provide it with enough information to establish the channel’s validity, and whether it is following community guidelines and advertiser policies.

In addition to the change of view count threshold, YouTube will be adding a review process for new creators who apply to be part of the YPP ‘in a few weeks’. Once a channel hits 10,000 views, YouTube says it will review the channel against its policies and, if all is good, the channel will become part of the YPP and YouTube will begin serving ads on the content.

“For millions of creators, making videos on YouTube isn’t just a creative outlet, it’s a source of income,” said Ariel Bardin, VP of product management at YouTube, in a blog post. “We set up the YouTube Partner Program (YPP) in 2007. Today, more creators are making a living on YouTube than ever before. However, with this growth we’ve started seeing cases of abuse where great, original content is re-uploaded by others who try to earn revenue from it.”

Though YouTube haven’t stated that brand safety is a reason for changing the view count threshold, this move will also help to prevent brands’ ads appearing next to certaom content they do not want to be associated with.