  We investigate under what circumstances an embedded planet in a protoplanetary disc may sculpt the dust distribution such that it observationally presents as a `transition' disc. We concern ourselves with `transition' discs that have large holes ($\gtrsim 10$ AU) and high accretion rates ($\sim 10^{-9}-10^{-8}$ M$_\odot$ yr$^{-1}$). Particularly, those discs which photoevaporative models struggle to explain. Assuming the standard picture for how massive planets sculpt their parent discs, along with the observed accretion rates in `transition' discs, we find that the accretion luminosity from the forming planet is significant, and can dominate over the stellar luminosity at the gap edge. This planetary accretion luminosity can apply a significant radiation pressure to small ($s\lesssim 1\mu$m) dust particles provided they are suitably decoupled from the gas. Secular evolution calculations that account for the evolution of the gas and dust components in a disc with an embedded, accreting planet, show that only with the addition of the radiation pressure can we explain the full observed characteristics of a `transition' disc (NIR dip in the SED, mm cavity and high accretion rate). At suitably high planet masses ($\gtrsim 3-4$ M$_J$), radiation pressure from the accreting planet is able to hold back the small dust particles, producing a heavily dust-depleted inner disc that is optically thin (vertically and radially) to Infra-Red radiation. We use our models to calculate synthetic observations and present a observational evolutionary scenario for a forming planet, sculpting its parent disc. The planet-disc system will present as a `transition' disc with a dip in the SED, only when the planet mass and planetary accretion rate is high enough. At other times it will present as a disc with a primordial SED, but with a cavity in the mm, as observed in a handful of protoplanetary discs. 
Accreting planets as dust dams in `transition' discs