All right, here’s a thing - it doesn’t matter how good your intentions are, if something you do makes the other person uncomfortable then you probably shouldn’t do it.
Take Simon Crieff, for instance. “Simon is so fond of you, Martin” is no good reason at all why Simon should feel entitled to hug his little brother when he clearly doesn’t want him to.
People have boundaries, and these should be respected at all times. Hugs may be nice, but only so long as you’re okay with receiving them from that particular person at that particular moment in time.
We should all try and remember that it’s probably a good idea to double check with the person in question, and it’s entirely up to them to choose one way or the other. Oh, and trying and making them feel guilty if they say no is not okay either, no matter that you’re friends or family or whatever.