This site claims that each kit teaches "project planning skills and helps develop fine motor skills, concentration, and creativity." I would think it would also teach kids it is okay to play with your chewing gum. How many times do you have to tell your kids to leave gum in their mouths when they are chewing it?
Honestly, while I would have no interest in trying this craft, I could see how kids might love it. Would you be interested in making your own "Gum Art" or having your kids try this? Would you be more worried about sending the wrong message about playing with their "food" or about the germs involved with kids putting their hands in and out of their mouths?