Licking is part of what your puppy instinctively does as an expression of fondness and approval. If you watch puppies that are showing affection to each other licking is a consistent gesture. It is moldable behavior so you can control it. One approach is to avoid even the opportunity by not adopting a body position that encourages or allows it. The second is to draw immediate attention to the objectionable behavior and use a recognizable reprimand. I have had several members comment to faking a crying episode seems to get the puppy's attention.