This article was co-authored by Pippa Elliott, MRCVS. Dr. Elliott, BVMS, MRCVS is a veterinarian with over 30 years of experience in veterinary surgery and companion animal practice. She graduated from the University of Glasgow in 1987 with a degree in veterinary medicine and surgery. She has worked at the same animal clinic in her hometown for over 20 years.

If you have ever seen two dogs when they meet, they greet each other face to face, unless there is a massive size disparity. So, why are we surprised when that is how a dog wants to greet us? You come home from work and let your dog out, and they are excited to see you and excited to show you how much they have missed you. So they jump up on you to get closer and give you some love. 
Paying attention to a dog only when all four paws are on the floor can work well, if jumping isn’t well entrenched and if everybody who deals with the dog follows the rules. Unfortunately, much of humanity will get busy undermining you. “I don’t mind your puppy jumping up,” they say, while you tear your hair out. Or they get all disciplinarian, maybe kneeing the dog in the chest. That is not only mean but counterproductive, because dogs often respond by trying to appease. Since humans are usually taller than dogs, reaching our muzzles to lick them involves jumping up.
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