When rubber slides on a hard, rough substrate, the surface asperities of the substrate exert oscillating forces on the rubber surface leading to energy "dissipation" via the internal friction of the rubber. I present a discussion of how the resulting friction force depends on the nature of the substrate surface roughness and on the sliding velocity. I consider in detail the case when the substrate surface has a self affine fractal structure. I also present a theory for the area of real contact, both for stationary and sliding bodies, with elastic or elastoplastic properties. The theoretical results are in good agreement with experimental observation.