Standardised plain packaging for cigarettes is to be introduced in England, following a comprehensive review of the evidence which found unbranded packs could cut the number of children starting to smoke.

Public health minister Jane Ellison told the House of Commons that she would introduce draft regulations swiftly "so it is crystal clear what is intended" – although there will be a short consultation.

Sir Cyril Chantler, who was asked to look at the potential benefits, particularly to children, of plain packaging after the government postponed a decision last summer, made "a compelling case that if standardised packaging were introduced, it would be very likely to have a positive impact on public health," Ellison said.

The government's decision to delay last year provoked a political storm, because of revelations that a lobbying company owned by David Cameron's election adviser, Lynton Crosby, had helped the tobacco industry fight the introduction of plain packaging in Australia.

The Chantler review found that standardised packaging – which in Australia involves the entire packet being taken up by graphic health warnings – is likely to contribute to a modest but important reduction in smoking, including a drop in the number of children who start.

"There is very strong evidence that exposure to tobacco advertising and promotion increases the likelihood of children taking up smoking," says the report.

"Industry documents show that tobacco packaging has for decades been designed, in the light of market research, with regard to what appeals to target groups. Branded cigarettes are 'badge' products, frequently on display, which therefore act as a 'silent salesman'.

"Tobacco packages appear to be especially important as a means of communicating brand imagery in countries like Australia and the UK which have comprehensive bans on advertising and promotion. It is notable that Japan Tobacco International responded to the decision to introduce tobacco plain packaging in Australia by attempting to sue the Australian government for taking possession of its mobile 'billboard'."

Chantler, who was once himself a smoker and found it hard to quit, said that "given the suffering that smoking causes, and the fact that most people start when they are children, even a small effect is very important".

More than 600 children aged 11 to 15 start to smoke every day – more than 200,000 a year. If that number could be cut even by 2%, said the review, 4,000 fewer would take up the habit.

"It is now for government to make its decision on whether or not to go ahead," said Chantler. "I recognise that there is a democratic process to go through, but for my own view I hope they do introduce it, and I hope they do it quickly."

The chief medical officer, Dame Sally Davies, supported plans to introduce plain packs within England's devolved health administration. "This review only reinforces my beliefs of the public health gains to be achieved from standardised packaging," she said.

Public health campaigners were delighted by the findings . "The Chantler review has backed a significant step towards a healthier future for the UK's children," said Harpal Kumar, Cancer Research UK's chief executive. "We're very pleased the government will now move forward and lay out draft regulations on standardised packs. This should happen as quickly as possible.

"Every day hundreds of children are lured into smoking – an addiction that kills and causes at least 14 different types of cancer. Children find the brightly coloured and slick designs of today's packs appealing."

Professor John Wass, academic vice-president of the Royal College of Physicians, said it was delighted by the news, although he added: "It is disappointing that we will have to wait for the results of yet another consultation, but we hope this will be swift and not impede the introduction of regulations in this parliament. We are one step further towards a tobacco-free UK."

The tobacco industry contested the Chantler report's findings. Daniel Torras, managing director of Japan Tobacco International UK, said: "Nothing has changed since last summer when the prime minister said: 'There isn't yet sufficient evidence for it and there is considerable legal uncertainty about it.' The Chantler report explicitly references the 'limitations' of the evidence presented by a small group of tobacco control lobbyists."