Appears to be a lure, or enticement (4-2)
I believe the answer is:
come-on
'enticement' is the definition.
(I know this)
'appears to be a lure' is the wordplay.
I cannot really understand how this works, but
'be' could be 'come' (coming is a kind of being) and 'come' is found within the answer.
The remaining letters 'on' is a valid word which might be clued in a way I don't see.
This may be the basis of clue (or it may be nonsense).
'or' acts as a link.
Can you help me to learn more?
(Other definitions for come-on that I've seen before include "Develop - hurry up!" , "Make progress or meet unexpectedly" , "Make progress, thrive" .)