I'm having a problem with my friend touching me all the time. I'm not comfortable with it. What can I do?

GUYS, WHAT'S GOING ON IN HIS HEAD?

We've been acquaintances, working our way to friends for 6 months. I have clearly defined the friendship for him so that I'm not leading him on. So far it's been harmless playful touching but he's getting bolder with the frequency and not responding to my, "no". I think that's what scares me the most. I really am not comfortable with all the touching. I'm backing off for the time being. What else is there? Can some men just not be friends? It would make me sad to have to lose him but I feel my self-esteem is worth it and I'm not in any way sticking around with someone who doesn't care about my feelings.

Thank you for your suggestions.
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+1 y
I am learning quite a bit from your suggestions. Thanks. I have always made it clear right from the start to this friend that there can't be a "you and I" as in dating/marriage etc. He is older than me and I would expect more maturity from him.
Updates
+1 y
By the way, he's always said he doesn't want sex from me or anything like that. He claims he can get it anywhere so what's up with him still pushing the touching with me?
I'm having a problem with my friend touching me all the time. I'm not comfortable with it. What can I do?
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