It depends on context. Often reviewers are chosen because they work specifically in that area, and of course they know their work best. I've often done this as

It depends on context. Often reviewers are chosen because they work specifically in that area, and of course they know their work best. I've often done this as a reviewer in appropriate situations, where I point out closely related work that I've or others have done. Of course, I've also seen EDITORS email me saying they would like me to cite some papers from their journal after I submitted my paper. That was definitely a turn off.