In terms of which is the top and bottom ??Does it matter which way the switch goes
Not unless there is anything which you don't want to be upside down.Does it matter which way the switch goes
For clarification for OP and myself can an earth/cpc be taken from the back box to the switch plate on a short piece of wire? Does this have to be the same csa (cross sectional area), using the cpc core from say twin and earth?Your old switch plate doesn't have an earth connected. It should be earthed ,and so should the new one .
There appears to be earth conductors present in the mounting box ,are there ?