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Unless your dog frequently runs through the mud, it generally is not necessary to bathe him too often. A bath every month or so should suffice. Keep in mind that too many baths can dry out your dog's skin, causing flaking and itching.
Always use a shampoo specifically formulated for a dog's skin and fur. Veterinary dermatologists or skin care specialists say you can bathe your dog once a week with a dog shampoo, but be wary. If your dog seems to have skin irritation or itchiness, it may be from over bathing!