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A Chinese village is naming and shaming people who do not care for their parents, plastering their pictures on billboards and rolling out plans to broadcast details of their “crimes” on loudspeakers.

The village drew up the rules after local elderly people raised concerns that they were not being treated well by their offspring.

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Caring for parents is considered the most sacred of Chinese virtues, but decades of economic growth have led many of today’s generation to focus more on their careers than caring for parents.

Huangfeng village in the south-western Sichuan province drew up regulations to shame those considered guilty.

Filial piety is China’s greatest virtue

“Filial piety is China’s greatest virtue,” said Zhang Yiping, local party village secretary. “And Chinese people also hate losing face, so making their bad behaviour public will make them ashamed and persuade them to change their ways.”

Zhang said village chiefs “try to talk” with offending children to persuade them to improve.