2 Answers

First of all you need to be absolutely sure that your dog hasn't got fleas. If you have bought an over the counter flea treatment from a pet shop there is a chance that it may not be as effective as one which is only available from a veterinary surgeon. It is also important to keep re-treating for fleas, since fleas lay their eggs in carpets etc and then hatch out again, some time later, so check on your flea treatment how often it should be applied and make sure you are adhering to the instructions.

If you have applied prescription flea treatment and your dog still itches, then it is very probable that your dog has a dermatological condition. Dogs can even have eczema, or it may be that it has a slight allergic reaction to something in its environment. If it is a skin condition, then it needs to be treated by a veterinary surgeon who will carry out the necessary tests to define the skin condition which your dog has.
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If you're sure your dog is flea free it could be dry skin.Here's how you treat it.Every time you fry a steak or an egg or roast a joint of meat,save the pan juices& tip them all over his food.It's actually good for him,he will love it & it will make his coat shine.Best of all it should fix the itch.