B'Tselem argued that such a policy constitutes a clear violation of global law, which restricts the use of deadly force "to instances involving tangible and immediate mortal danger, and only in the absence of any other alternative".
Associated Press video showed demonstrators torching large piles of tires, engulfing the area in black smoke meant to shield them from Israeli snipers; the faces of some of the activists appeared covered in black soot.
Palestinians commemorate May 15 as their "nakba", or catastrophe, when hundreds of thousands were uprooted from homes in what is now Israel.
The number of protesters was, however, much lower than last week, when a demonstration by tens of thousands led to clashes in which Israeli forces killed 19 Palestinians.
They also used water cannon to try to douse flames.
"I was wounded last Friday but escaped yesterday from hospital", said the protester at the rally east of Khan Yunis.
Palestinians burned mounds of tyres and threw stones over the border fence at Israeli soldiers, who responded with tear gas and live fire.
She also said there were "ominous statements" from Israeli authorities leading up to protests.
Among those reported wounded today was a Palestinian photojournalist, as Daniel reported.
"We have set very clear rules [of engagement] and we have no intention of changing them", he said.
Israel's military made good on its warning that it would again use live fire to prevent incursions. The violence prompted calls from the United Nations secretary-general and the European Union's foreign policy chief for an investigation.
The UN Office of the High Commissioner for Human Rights this week urged Israel to ensure security forces do not use excessive force against Palestinian protesters.
The protest is a Hamas initiative aimed at raising awareness around bleak living conditions in the Gaza Strip, Israel's continued blockade of the Strip and, Israel official say, a tactic for pushing Israel into a political and military corner.
Friday's march is the second in what Gaza's Hamas rulers said would be several weeks of protests against a decade-old border blockade of the territory.
"If they are actively attacking the fence, if they are throwing a molotov cocktail that is within striking distance of Israeli troops or similar activities, then those persons, those rioters, become, may become, a target", he said.
"The human toll demonstrates the importance for all sides to take all possible precautions to minimize exposure to harm and casualties among the civilian population", the acting head of the ICRC in Gaza, Fabrice Edouard, said in a statement.
Hamas on Friday announced that over 150 Palestinians have been injured in protests as part of the " Great March of Return". He said the demonstrations would continue, telling the crowds: "We will uproot the borders, we will pluck out their hearts, and we will pray in Jerusalem".
More than 700,000 Palestinians fled or were expelled from their lands during the war surrounding Israel's creation in 1948.