New cashless tolls, question

In 2009 I rented a VW Passat estate and on the final day of our holiday I drove into and around the city of London in violation of the congestion charge, mainly because although I saw all the info signs advising drivers of the charge, not one sign explained how to pay the dam charge, as a result about a month later Avis contacted me to say they have received a fine of 250 pounds, I said I had no idea what it was about and they just paid it but never charged me, next year we retuned to Avis, used the same card but again nothing was mentioned.