Startups in ignore privacy laws in general why would this be any different? Unfortunately they shouldn't just ignore the law. The ICO has backed off on the conditions for "adequacy" quite a bit.
All you need: "An example might be that the user is given a clear and unavoidable notice that cookies will be used and on that basis decides to click through and continue to use the site."[1]
All you need: "An example might be that the user is given a clear and unavoidable notice that cookies will be used and on that basis decides to click through and continue to use the site."[1]
It's not that hard.
[1]http://www.ico.gov.uk/news/blog/2012/updated-ico-advice-guid...