A usually conservative rule of thumb is 1 m/s for liquids, 3 m/s for gases. But for extremes of density, viscosity, or pipeline length, you might want to check more closely with some pressure drop formula(s).
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Another rule-of-thumb is that if a liquid velocity exceeds 3m/s, the line is undersized.
Another rule-of-tumb is that the velocity of non-polar highly-flammable liquids needs to be kept below 1m/s to avoid problems with static electrical charge build-up and risks of dissipation. Fuel oil falls outside this requirement.
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