[{quoted}](name=with the answer,realm=NA,application-id=3ErqAdtq,discussion-id=OEYoOIVW,comment-id=0006,timestamp=2018-01-09T09:57:00.816+0000)
Damage is not really getting higher, it's just that more people like to build tons of damage and no resistances. I remember building banshees veil on adcs. Gave no offensive stats and was pure defense. Why don't adcs build spirit visage nowadays against high ap comps instead of scimitar? Anything with damage seems to go well in their heads.
There definitely was a damage increase and especially early on, even if people don't buy defensive item that won't change that fact.
Though, some champion deal less damage cause they don't have a proper keystone, the general rule is more damage.
You can start the game with a bonus +11/13 AD from runes, that plus the + 8 AD that AD based champion got is already damage creep.
Also, Fervor was dealing a lot less damage early on then current Press the Attack does, Thunderlord was dealing less damage than Electocute does.
Scorch is an increase in damage, you even have more AP than before and you get scorch as a plus-value.
I won't do the whole list, some rare cases have less damage later on, but most (if not all) have more damage early on and eventually the same amount late-mid/late game.