I think that's the rationale behind putting it in the cheek (i.e. between the teeth and the lips), and of using a gel instead of a less viscous liquid like a juice: to minimize the risk of aspirating it.

At least one first aid instructor I've had has suggested running the gel into the flesh of the lips and gums, which should reduce that risk even further, but I don't think that was ever a formal part of the training.