Morrisons £50 parking charge, enforcable or not?

[steviegasgas]

Hi, hopefully someone can help, my van was parked in Morrisons, we did some shopping, had coffee, visited other places in the ind estate and returned to find a ticket under the wiper.
It requests a payment of £50 but if paid early then £30. It says that if not paid then Registered Keeper details may be requested from the DVLA and passed onto a debt control agency, eek!
Should I pay, seems a bit steep, can it be enforced?
Opinions welcomed, cheers.

[steviegasgas]

Thanks everyone for your helpful words...
The ticket has been issued by Euro car parks, there are warning signs about parking but as I very rarely use that car park I thought it was more for people staying overnight etc.

I will follow advice and completely ignore, I was just worried that it could escalate up to county court judgement if ignored.

I did do a search for help regarding the ticket and could not find anything suitable so a permanent post may be helpful as I am not the first and probably not that last to suffer this problem, thanks again everyone, cheers.