This camera module is known to be mounted upside-down in some notebooks. Applications that use the libv4l library should display the video correctly, as libv4l detects upside-down cameras and rotates the image automatically. See Hans de Goede’s post on the linux-uvc-devel mailing list for more information. For applications that don’t use libv4l, try holding your computer upside-down.
From the Linux-UVC wiki.