The MPAA's Advertising Administration board on Friday rejected ads for the upcoming horror film Saw II that distributor Lions Gate had already sent to some websites. The ads had shown dismembered fingers, which the board said violated its standards. The MPAA also demanded that Lions Gate recall all advertising material that it had sent out to theaters until the Advertising Administration board appraises its suitability. (The film has not received a rating, although the advertising material reportedly displays an R rating.) Marilyn Gordon, director of the Advertising Administration, said in a statement: "It is essential that film distributors comply with the rules of the Advertising Administration so that parents retain the confidence they have in the ratings."