My dog licks himself incessantly. Initiallly I thought allergies, now I'm not so sure it isn't his antidote to boredom. It drives me crazy as he drenches the carpet, furniture, whatever he is resting on when he gets into his licking marathons.
He is a dalmation & has that pink skin that looks reddened when its hot so I cannot tell if he is itchy or not. He's on a fairly strict diet...no wheat, no soy and it does seem that when he gets excessive treats from the grandkids he is worse (wheat in the treats.) Could it be allergies AND habit?
I recommend a visit to the vet. This could be an allergy, skin infection, skin mite or behavioal problem, etc... Good luck, vetcare