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I explain that he may quieten down and creep closer for attention if they just leave him alone but some people persist in talking to him and ignoring everything I say. I think I've heard just about every variation of "He must be able to smell my cat/dog/guinea pig etc".
I've been looking for a while for a suitable product which would alert passers-by that not every dog is people friendly so I was delighted to discover these Dog Flags. They slip over any lead with a variety of useful messages, appropriate for dogs in need of space from either people or other dogs. I recently purchased "Ask Before Approaching" and "I'm in Training" which Noodles has been sporting when out and about. They have certainly generated a lot of interest and comments, and I've found people do pay more attention.
If only they made them for humans :)