Parking Companies = Cowboys
Well, according to MPs anyway. They described the parking industry as an "outrageous scam perpetrated on the motorist".
What to do if you get a charge notice (NB IT"S NOT A FINE):
Do not ignore it. The law changed in 2012 and keepers can be held liable.
Speak to the landowner/store manager first. Escalate to CEO if appropriate.
Wait for a Notice to Keeper through the post (unless car is hired or leased and you receive a charge notice on the windscreen)
Send a generic "appeal" to the parking company without identifying the driver. They can only chase the keeper in certain circumstances and often fail to comply with the law that allows them to transfer liability from keeper to driver. This applies even if keeper = driver because unless the keeper tells the operator who the driver was, they don't know and cannot assume.
The keeper is under no obligation to tell anyone who the driver was.
Use the POPLA appeal service if available to you (used by British Parking Association)
Do not use the "Independent Appeals Service" offered by members of the International Parking Community trade body as it's not Independent.
Ignore powerless debt collectors
Defend in court if necessary - not all companies do court, and those that do often lose a properly defended claim.
Eagerly await the new statutory parking code of practice that is on the way.
There's lots of help and assistance to be found online, but beware the idiots who tell you to ignore/bin.