There are many reasons why dogs scratch their faces. They may be saying that they need attention or want something, or they may be cleaning their faces. Dogs may scratch their faces to remove dirt or relieve itching. Dogs may also scratch their faces when they feel anxious or lonely. Sometimes, dogs scratching their faces may also be because they are looking for attention. Dogs are social animals, so they are used to being around other animals.
If your dog feels they are not getting enough attention, they may scratch their face to attract attention. If your dog scratches his face a lot, you can try giving him more attention, or giving him more exercise and activities to help him deal with his agitation. If scratching the face is due to itching, you can try cleaning its skin and coat, or consult a veterinarian for help.