You're restraining him. He's not happy about it and telling you so.
Please read the puppy section. You'll learn a whole mess of information. Far as your puppy goes, why are you holding him like a baby or scruffing him?
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Shasta GSD 5/5/10 CGC, ITD, TC
"Dax" Thor z vom Weberhaus CAX, CGCA, ETD, HCT, NCO-1, PKD-T, RATI, RATN, RA, TC 3/18/2013
Zena GSD 6/1/03-2/16/2016
Riley GSD/BC 1/10/05-2/1/2013