Best friend being a pest ! Help !?

My best friend is a guy. So thers where the trouble begins! When he has problems with his gf, he tends to come to me and he expects lots of hugs for comfort. I get really uncomfortable sometimes because he tends to hug me like how a boyfriend would. I know this guy for 7 years now. I don't wana break his heart by telling to stop right at his face. What should I do ? How should I say it ? What he's doing is driving me mad.