[UPDATED to include my response]
I’m sharing this to show just how big a problem we have. Dressage Today is supposed to be ‘the’ dressage magazine for the USA 
It nonchalantly discusses Common Reasons For Spur Marks while barely mentioning the real cause: poor use of spurs.
They used a photo that shows raking wounds and according to this author the top of the list of reasons for spur marks is that there might be some health issue with the horse. WTF???
Probably the author did not choose that photo… but someone did.
I left a comment on their post that says:
Interesting how the list of “spur marks are caused by” does not include: “use of spurs”.
Or: “ lack of control of rider’s leg”
Or: “desensitization of horse to the leg leading to overuse of spurs”
Or: “reliance on spurs”
Solution: ride without spurs and use training and motivational strategies to create a more willing and sensitive horse so IF you then want to use spurs they can be used as a tool of refinement.
AND… my god the photo used…. Of a horse with rake marks from spurs. This is not ‘rubbing of hair during time that their coat changes’. Holy crap the picture show wounds from spurs!!!
Dressage Today you can do better.
MY ANSWER:
Question:
"My 12-year-old Swedish Warmblood gelding has developed bald spots in the area right behind the girth, where the spurs are. I’ve been riding for more than 15 years, usually with spurs, and have never had that problem. Is this a common issue? Is it my fault or are there horses that are too sensitive to be ridden with spurs? What type of spurs do you recommend for such a situation?”
Answer:
Thanks for the question, I am happy to give you some things to think about.
To answer your questions:
Is this a common issue?: Unfortunately, yes it can be quite common, but the good news is it is also avoidable!
Is it your fault?: Yes, but that is in the context of most things with horses are our fault because it is us making the decisions and horses didn’t ask for any of this. Regardless of ‘fault’ it is our responsibility as caretakers of the horse to make the best decisions for them.
Are there horses that are too sensitive to be ridden with spurs?: Every horse is different so, yes.
Before I make recommendations it is important to review the purpose of spurs. Spurs are a tool of refinement, meaning that they take something that is already working well, and allow you to be even lighter and more precise.
Recommendations: The most obvious solution is to not ride with spurs. However, it is possible to make bald spots from recurring leg pressure, too! So this is an opportunity to develop greater awareness of your leg position and aids, and to ride even more from the seat!
If a horse is dull to the leg aids, is unmotivated, or not listening to the seat and positioning, then I highly recommend you ride without spurs, and re-educate yourself and your horse to develop more responsiveness and eager cooperation to your body, seat, and lighter touches from the leg. Aim to be able to keep your leg in neutral and light most of the time unless you are asking for something. After getting the response, the leg comes off.
It can take some time to retrain old habits, but I promise it would be well worth the effort, would allow your horse’s coat to recover and in the end you may not even need spurs!
So glad you asked the question and hope that your awareness about the bald spots and your desire to solve it helps you become an even better rider who is more conscious about when and why you decide to wear spurs (or any piece of equipment!).
With all of that said, with some horses during certain times of the year, when the coat is longer, or if they are freshly clipped, or there are some nutritional deficits, the hair can break more easily, in the same way a horse may lose some hair from a blanket or fly mask. Of course the goal still would be to make adjustments to eliminate the rubbing.
Bolding is mine. I agree with Karen, that photo is atrocious. It does not reflect the question (which is genuinely about rubs). My old girl would rub if I wore the wrong boots, used the wrong saddlepad or even once on the flap of a different saddle, so definitely appreciate that a rub does not equal abuse.