Will self-citation be viewed as self-promotion in academia? As we know, citation counts are important to judge one's research activity. Is it good to cite one's previous works? Will it be viewed as an act of advertisement or self-promotion?
The ethical rule has to be: cite your work if it's relevant, and don't give it preferential treatment over the work of others. In short: use the same criteria for previous references to your work as you would use for citing others. No excessive citation, no self-censorship.