Dogs lick for a variety of reasons. Sometimes it is a compulsive behavior or habit with no specific cause, while other times it is because the dog has a spot that is sore or itchy. For some dogs, applying a foul-tasting substance to the spot is enough to make it stop--just don't use rubbing alcohol.
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Don't Use Rubbing Alcohol
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If you want to put something bad-tasting on the spot your dog is licking, do not use rubbing alcohol. All kinds of alcohol, including rubbing alcohol, are poisonous to dogs. A small amount on the skin won't hurt, but if you keep applying it because the dog has licked it off, you can make the dog sick. If your dog has a cut that is getting infected, it is okay to use rubbing alcohol to clean the wound as long as you cover the spot afterwards or put an E-collar on the dog so it can't reach the area. If rubbing alcohol stings the dog too much, use witch hazel instead.
Reasons For Licking
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If your dog keeps licking itself and it's driving you nuts, check the dog all over for sores, bites, cuts, swelling, or other signs of irritation. Flea bites and flea allergies make dogs lick, as does mange or other allergic reactions. Pain from arthritis or rheumatism can make a dog lick its feet or hips. Some dogs lick because they are nervous or they miss you during the day, or because they are bored from lack of exercise or stimulation. If the licking continues for more than a day or two, take your dog to the vet even if there is no visible reason. Some dogs lick because of anxiety or because they are prone to obsessive compulsive behaviors. A vet can treat the physical cause of licking, and can offer you suggestions for how to deal with habitual or compulsive licking.
Licking Prevention
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It is important to deal with a dog's licking problem right away. Some dogs will lick themselves raw, and in the worst cases chew their skin down to the bone. If your dog is a puppy or has recently started licking, clap or make a loud noise every time it licks to try to deter the behavior. Your vet might be able to recommend a bittering agent that is safe to use on pets for this, but be aware that most dogs can just lick off the foul substance and keep at it. Additionally, keep your dog clean and brushed because dirt on the skin and mats in the fur are often a cause of irritation. Grooming is also a good time to give your dog lots of physical affection and check its body for developing skin problems.
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