As much as I liked the Lizard storyline from the 1994 pilot episode of
Spider-Man The Animated Series, I think the blame for the introduction of the oversized version of the Lizard mostly lies with that particular Spidey series.
Up until that point, most comic depictions of the Lizard, even the more beastial McFarlane versions, weren't that much bigger than a regular person. Usually Lizard was between 6-7 feet tall tops in the comics. After the SM Animated Series introduced the bigger, bulkier Lizard, we then got the monstrous (and naked) "Lizard Clone" from the mid-90's Spidey comics:
Even after the Lizard-clone was killed off and revealed to not be the actual Lizard, there were still comics artists who drew Lizard really big and Hulk-like after that point.