Not at all. It’s reasonable to expect people who love and care for you to respect your boundaries, and it’s okay to become uncomfortable and upset when they don’t. My best advice would be to firmly (not in a rude way, but in a respectful manner) establish that you are uncomfortable with excessive physical touch and that it upsets you when they disregard your boundary for personal space. It’s not rude to tell someone what you need. Boundaries help people know how to love you.