The trouble with telling them "no" or scolding in any way, licking is often a submissive, appeasement gesture and if they feel scolded in any way, they just lick more to tell you, "Okay, okay. I won't. I'm sorry. See? I'll even lick you more, to show you that I won't do anything to trouble you, whatever that is..." LOL.
I put it on cue AND use my "enough" cue that I've taught a long time ago and generalized to many different circumstances, like barking or anything they're doing that I'd like them to quit doing. When he licks when cued, give him a little attention (not too much) When he learns "enough," and he stops, pop him a little treat and some CALM praise.
When his licking starts un-cued, (un-asked for) the cue, "enough" (or whatever you choose) is spoken, the dog goes on the floor, off your lap, all attention stops. (no scolding or harsh sounding words...it's all just matter-of-fact) This happens immediately and consistently. Ignore for half a minute and give him another try. Repeat as needed.
It will likely take a couple weeks of absolute consistency for him to get onto it. It's been working fine for him all along....getting to lick and getting reinforced for it. So, the behavior is well engrained. But he can be trained with a well learned "enough" cue. You can also teach him "enough" with other things too, where what he's doing isn't a no no all the time, but you just want him to stop when you ask. Barking is a good example of where some barking is fine. But you want him to stop after a few barks. There are a few good ways to do that. Putting it on cue is one good way so the dog sees a contrast between barking when cued and stopping when cued.
(in a nutshell, not very complete)
Give cue "speak" (IF you're sure you can prompt the bark right away)
Prompt the bark (door bell or whatever gets him barking)
Dog barks
mild praise..(nothing big..."good, great")
Give cue, "enough" or "quiet"
Show treat up close to his nose to prompt quiet...(don't give yet)
3 - 5 seconds of quiet, tell him "goooooood"
Dog is distracted and quiets
After 3-5 seconds of quiet, give treat.
Repeat with less and less visability of treat.
Work toward phasing out the shown treat but still furnish treat that you get from a counter top or table.
Repeat with longer and longer durations of quiet before giving the treat.
The sequence is important and it moves from one to the next in the sequence rapidly.
This is one of those very rare situations where you are giving a cue before getting the behavior, unlike most things we train. But you must be quite certain you can get the behavior to follow the cue so they will be paired together.
This is a game and you volley back and forth between cued barks and cued quiet. Same with the licking....cued licking, cued stopping. I don't know why I went into the barking. But anyhow, it's the same principles used.