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Enticement (4)

Ross

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10

'enticement' is the definition.
(I know that bait is a type of enticement)

This is all the clue.

(Other definitions for bait that I've seen before include "Taunt; enticement" , "Food used as lure" , "Used to lure fish or other animals into danger" , "Lure; deliberately taunt" , "Enticement, lure" .)

I've seen this clue in The Times, The Wall Street Journal, The Independent, The Sun and The Mirror.
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