Although rolling lubrication can decrease rolling forces and energy consumption, it also causes defects such as uneven flange lateral spread and web eccentricity during H-beam rolling process. To solve the problem caused by lubrication, finite element models of H-beam universal rolling were established. The different friction conditions of the contact surface between the rollers and work piece were simulated individually. The mechanism of rolling lubrication impacting on flange spread was studied, and the law of flange lateral spread was gained by analyzing the factors such as friction distribution and metal flow in different situations. Analytical results show that lubrication in rolling process can effectively decrease rolling forces and energy consumption. In the condition that technological parameters except friction are fixed, the flange lateral spread decreases in a linear way as the friction coefficient between flange and roller increases, and the flange lateral spread is more sensitive to the friction of flange's the inner side. Design of lubrication process should take full account of the sensitiveness differences of flange lateral spread to the lubrication conditions of different parts of roller surface.