This paper draws attention to the contribution of tidal friction (TF) to plate tectonic processes. Our proposed model supports recent geodetic observations and geodynamic models highlighting exogenous local contributions to plate motions. The TF has a westward effect on lithospheric plates and the lithosphere as a whole. To determine the extent of this effect, we use the asthenospheric viscosity estimated using the Eötvös force. We also show that TF has a detectable impact on the latitudinal distribution of earthquake activity.