Suggesting my own paper when serving as a peer reviewer I am reviewing a survey paper in a good journal, where the paper missed important papers in the field including my previously published articles. I plan to suggest a rejection due to this serious lack, but I want also to encourage the authors to resubmit it again by pointing out the weaknesses of their paper. 

In addition, I want to recommend them to cite some papers (since it is a survey paper) including my own. I don't know whether this is ethical (because I am one of the authors and it is clear that I found them interesting).
My personal rule for this is that I go ahead and suggest the paper in my review, and in the "Notes to the Program Chair/Editor" I disclose that I am suggesting a paper of my own.

That way, I am covered on both fronts: I am suggesting papers that are relevant to the authors and I let the Editor decide whether it is a fair suggestion.